Leeds-based agency Aberfield Communications has been appointed by Kings Elite Snacks, the sports nutrition company set up by former England rugby players Mike Tindall and brothers Charlie, Mark and James Simpson-Daniel, following a competitive pitch.

The agency will help launch the company’s new range of snacks and will handle consumer media relations, video content production and social media management.

Kings Elite Snacks was acquired in November last year by New World Foods Europe, for an undisclosed sum. New World Foods Europe has since integrated the production of Kings Elite Snacks into its York headquarters.

Charlie Simpson-Daniel, Kings Elite Snacks co-founder and director, said: "Aberfield demonstrated a very strong understanding of our products and business objectives, which was really important to us.

"The team has significant experience of working with global brands in the food and drink sector, and an unparalleled insight into the category, so it was a natural decision to work with it on this campaign."